AMV pulls off crowd-sourcing Christmas triumph for Sainsbury – and we never thought we’d write that

OK, here’s the Sainsbury Christmas ad that we referred to this morning.

It seems to be a cut from a documentary Sainsbury has commissioned showing how ‘real people’ celebrate Christmas. This is due to be aired on November 29, directed by Last King of Scotland director Kevin MacDonald.

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.